In the marketing and advertising industry the concept of omni-channel marketing is red-hot. Read the headlines. Look at the number of times the term appears in Shop.org speaking sessions (hint: it’s at least three times).
So why now the attention and focus on executing omni-channel? Because marketing technology is advanced enough to meet the level of consumer engagement that occurs with brands across channels and devices. Marketing technology, specifically programmatic technology, empowers retail organizations to drive revenue and overcome some of the complex yet commonplace obstacles they face in realizing their omni-channel strategy.
The fact that we live in a multi-device, hyper-connected world is well documented. Customers are traveling from a desktop website to a mobile site, to their favorite news site and on to retweet, post, or pin across their social media channels and then back again. The opportunity to tap into this consumer engagement is immense.
Yet many retailers struggle to execute omni-channel because of challenges like attributing credit to the most effective marketing channels, leveraging and activating all data sets to produce actionable consumer insights, and sequencing their messages to consumers – when and what is the customer seeing on any given channel or device?
However, these challenges are solvable.
MediaMath has worked with clients to overcome the very hurdles outlined above. From employing Closed Loop Attribution to activating audience and media together within one central marketing operating system to dynamically optimizing the product offer shown, our clients are tapping into programmatic technology to reengineer their omni-channel executions. Why? Because programmatic technology enables marketers access to the masses of media scale and consumers across channels, easily. It brings opportunity to what otherwise would be an impossible manual set of tasks, and through this opportunity it creates clarity in the form of positive ROI, business growth, and insights for the marketing organization.